Edcon's stores go .mobi
Two major brands within Edcon's discount division, Legit and Jet, have become some of the first retailers to make use of new media technology that enables them to reach their customers via their cell phones and a unique .mobi site.
Using Yonder Media's mobile advertising application, the retailers' 750,000 customers can now receive newsletters, offers, competitions and the latest fashion on their mobile phones by connecting to jetfashion.mobi and legitfashion.mobi.
Johannes Booysen, managing director of Yonder Media points out that "South Africa is unique in that so many people from divergent incomes and cultures all have something in common and that is the cell phone. With 36 million cell phones in South Africa our technology provides the opportunity for advertisers to talk to the right market. Subscribers who visit .mobi sites become a captive audience with a measurable response. What more could a marketer want!"
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